Freshlime is an independent, boutique media agency. We work across the full spectrum of media channels to deliver tailored advertising and marketing campaigns on behalf of our clients we represent. clients. As experts with years of experience, we are aware that our industry is full of jargon so we take our time to make sure our clients have all the information they require in order to help them make informed decisions.
Furthermore, We’ve put together this series, ‘An Introduction To …’, designed to provide a topline overview for existing clients and others to help key decision makers understand the use and value of each media channel offered by Freshlime. To kick off, we’re starting with Digital Media – a powerful and wide-ranging channel which can be used to great effect for all business types.
What is digital media?
Digital media is an umbrella term which encompasses anything which is coded and machine-readable. While this definition technically includes anything which is encoded, for example, CDs and records, when it comes to digital media as part of an ongoing advertising campaign, this usually relates to content consumed via screens. Think websites, apps, videos (live and pre-recorded), ebooks, social media, virtual reality experiences, online adverts and much more. Audio is also a digital media format and podcasts have become an increasingly popular and effective marketing option for businesses. Nowadays, TV could also be considered a digital media format but we’ll be doing an entire blog on TV media in the future because there’s so much to say on the subject – watch this space.
Why use digital media?
Businesses need to use digital media because their customers use digital products. It’s as simple as that. From setting up social media profiles and creating online communities, to developing and maintaining a website, to writing an ebook, to launching a paid advertising campaign on Google, digital media offers a myriad of options when it comes to how you want to engage with your target audience.
This flexibility of digital marketing is one of its selling points. Every person uses their digital devices (mobile phones, laptops, tablets etc) differently and usage trends can be detected when one looks at different demographics. Thanks to cookies (those things you accept whenever you land on a new website), the behaviour and movement of users online across a range of digital media formats are tracked obsessively by companies such as Google. As consumers, we may not like this Orwellian reality, but as businesses, this information is quite simply invaluable. The data can be used to deliver tailored content to specific audiences. This allows for highly targeted advertising which is highly cost effective and can be closely monitored and tracked via a range of powerful analytics tools. This data offers insights which can be analysed and interpreted to further improve and develop future digital media advertising campaigns.
Is digital media right for me?
In 2020? Yes. Regardless of the nature of your business, we’re confident digital media marketing is a valuable option. Digital is part of our lives now in a way we don’t even notice. By reading this blog, you’re engaging with digital media. Checking your phone while you do that? That’s digital media too.
Any business, every business, should be incorporating digital media into their ongoing marketing campaigns. Digital media’s power is its flexibility and capacity to reach any audience, if used correctly. Regardless of who your target audience is, chances are they will, to some extent, be exposed to digital media. In Australia, as of January 2020, according to (research company) 88% of the population was online and 93% of these individuals use the Internet every day. Per week, we spend an average of 40 hours online. That’s the equivalent of a full time job! If it’s the public’s job to use digital media, it’s our job to get businesses in front of those users at the appropriate time.
Social media is part of the digital media tapestry which businesses cannot afford to dismiss. New data released early in 2020 shows that one in every three minutes spent online by Australians was spent on social media. 71% of Australians are active social media users. Every business needs a branded, active social presence. Whether this means creating videos to be shared on YouTube, blogs on LinkedIn, beautiful images on Instagram or a weekly podcast of industry insights, social media’s flexibility allows it to be used in a way which compliments and enhances your business.
Freshlime believes the key to an effective media campaign is to “buy the right media to deliver the right message, to the right audience, in the right environment at the right time.” The environment, in this case digital media platforms, offers almost unlimited options when it comes to reaching the right audience.
If you’re new to marketing, digital media is where we’d recommend you start. Businesses can generate phenomenal reach online with clever, targeted digital media assets and carefully track data which allows for informed decision-making as the marketing campaign expands in the future.
Get in touch
If you’re interested in learning more about digital media and want to speak to a media agency about how our expertise can deliver on your business goals, contact Freshlime today.